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Geoff Edwards

Operations director (north)

I’ve always worked in elderly care. From an early age I was lucky enough to have a clear idea about what I wanted to do – to be in a role where I could help people.

I was attracted to Care UK by its caring ethos of ‘fulfilling lives’, and every day I see evidence that we do really live by this ethos. Everyone supports residents, relatives, prospective customers and colleagues irrespective of the role they have. I like how I can visit any home and say ‘I’m here to help you, what can we do to improve things for residents?’ Quality is vitally important to me. Ultimately it’s my job to ensure that the resources we have are where they need to be so we can deliver quality care.

We embrace the opportunity to improve. We work tirelessly to change for the better and we always want to hear residents’, relatives’ and colleagues’ feedback. I cover a huge geographic area, from Berkshire to Aberdeen, which means I travel a lot but one of the best things is meeting and talking to relatives. I have a close family member living with dementia, so I share many of their experiences.